Paid social franchise leads: Orange Theory Fitness

About Orange Theory Fitness

Orange Theory Fitness is a franchise fitness business offering unique group training workouts.

The company uses science-based cardio and strength training exercises to stimulate metabolism and increase energy.

Orange Fitness has over 1000 franchises awarded in the US and Canada and has been featured in a range of media outlets like Inc, Bloomberg Businessweek, Entrepreneur and Men’s Journal.

The Challenge

After having immense success in the US, Orange Theory was looking to expand to Australia. Faced with the challenge of entering a new market, Orange Theory Fitness needed to partner with a digital agency that would deliver high quality franchise leads at a competitive CPL.

Our solution

Before moving into campaign builds we conducted an Immersion Workshop with the team at Orange Theory Fitness to better understand the brand’s USP and positioning.

Leveraging our experience from working with franchising brands we chose Facebook as the platform of choice for franchise lead generation.  We executed a cross campaign type strategy that included Facebook’s conversion and lead gen campaigns running concurrently.

To ensure consistent and accurate campaign  tracking we deployed extensive custom event tagging using Google Tag Manager (GTM) and Facebook Pixels. With proper tag deployment we were able to build a collection of audiences including tag based non converting audiences, converting audience lookalikes, remarketing audiences, engagement audience and custom audiences. We split these audiences into multiple ad sets to ensure optimisation accuracy.

Result

  • Paid social delivered the highest volume of leads compared to all online or offline channels combined
  • Delivered intent based Franchise leads with CPLs as low as $15
  • Improved sales forecasting due to consistent lead delivered